Shoppers’ Typologies and Diversities in Their Store Choice Behavior

The research paper highlights that retailers are required to choose a particular set of customers and position themselves distinctively as per their chosen market segment. The services of the retailers have to be distinctive in terms of the target market they want to serve. Proper targeting and positioning is imperative to attract and retain the ever demanding customers. The study features the psychographic segmentation as a vital basis to understand the diverse behavior of consumers particularly of food and grocery stores. The data for this study was collected through personally administered questionnaire from different parts of Delhi. Reponses of 396 respondents were analyzed by applying techniques such as Factor analysis, Cluster analysis, one-way ANOVA and Welch ANOVA. Post-hoc tests (Tukey’s HSD and Games Howell) were also carried out. The study has segmented the Indian consumers into three categories: Recreational shoppers, Apathetic shoppers and Economic shoppers. It has been found that all the groups differ significantly in their choice patterns. The empirical findings of the study would facilitate the retailers in choosing their target group and designing the marketing strategies. Carefully chosen segment and properly designed positioning strategy would provide the retailers a key to attract and retain their customers.